Roslina, Roslina and Jimad, Habibullah (2021) The Customer Awareness and Intention of Syariah Bank:The Role of Marketing Communications. Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia. ISSN 2593-7650

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Official URL: https://eudl.eu/doi/10.4108/eai.1-10-2020.2305580

Abstract

A small number of Muslims who use Syariah banks, indicating that there are still many Muslim communities in Indonesia who do not understand the nature of Syariah banks. The purpose of this research is to examine the effect of marketing communication on the awareness and intention of customers of Syariah banks. This study used a survey method with college student respondents in Bandar Lampung. The sample was taken using non-probability sampling. Data analysis was performed using SEM. The results showed that marketing communications able to provide information to students were advertising (advertisements, brochures, signboards, and banners) and direct marketing (websites Syariah bank). Marketing communication affects customer intention to use Syariah bank products and awareness partially mediating the effect of marketing communication on customer intention to use Syariah bank products. This research is important for policymakers at Syariah banks to determine marketing communication strategies, especially for millennials.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: HABIBULLAH . JIMAD
Date Deposited: 06 Nov 2021 08:24
Last Modified: 06 Nov 2021 08:24
URI: http://repository.lppm.unila.ac.id/id/eprint/35285

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